Durham, NC · 360° marketing
Has your work outgrown your marketing?
Bring your messaging, website, brand, print, newsletters and SEO into alignment so your work speaks to the people who need it, and a custom dashboard (optional) can show a funder exactly who it reached.
Bring your messaging, website, brand, print, email and SEO into alignment so everything finally looks like the company you built, and a custom dashboard (optional) can show you what's working and what's not.
The problem
Your marketing was made by different people at different times, and it shows.
Your site came from central IT years ago. Your brochure was made by whoever was free that month. Your mailing list lives in a spreadsheet. This certainly wasn't the plan ... it just accumulated one decision at a time, while you were busy doing the actual work.
Your logo from one place, your website from another, your emails from whoever had a spare afternoon. This certainly wasn't the plan ... it just accumulated one decision at a time, while you were busy growing the company.
Nothing connects
Your main site, your program page, your conference poster and your newsletter were each made by different people in different years.
No evidence of reach
The renewal asks what the dissemination achieved, and a download count isn't much of an answer. You need to show who read it and what they did with it.
It's aging ... poorly
Your site was built on WordPress long ago, and the person who knew how to update it has moved on. Now nobody touches it, and it looks less and less like it represents the work you do by the day.
Nothing connects
The website says one thing, the brochure says another, and the mailing list hasn't heard from you since spring.
No way to measure it
You paid for a website a couple of years ago, and nobody can tell you what it earned.
AI is moving without you
You know you should be doing something with it. You don't have a spare month to work out what, and the gap keeps widening.
Nobody sets out to build a Frankenbrand..
Your brand was stitched together from parts that never met. And what's really scary isn't that it looks untidy; it's that you're embarrassed before anyone sees your marketing ... because you know your work is better than your marketing.
Another year of apologizing for how it looks. Another year of lost potential.
Another year of apologizing for how it looks. Another year of lost potential.
Cue the sunrise in 3, 2, 1…
Your great work deserves to look great.
It's hard to watch good work get passed over because it didn't look the part and never connected with the people it was for. I've seen it happen since I started in 2003, and turning this all around for my clients is why I love this work I get to do.
The best moment in any project is when it all lines up. Your brand looks the way it sounds and sounds the way it looks, walking its talk and talking its walk. That's the goosebumps moment, for both of us: you see your work the way it was always meant to be seen.
What changes
Put it all on one table.
Your website, your event mark, your brochure and the banner you take to the conference all look cohesive because one person made them.
The backstory: When Colorado State University's Office of Inclusive Excellence came to me, they wanted a more cohesive marketing system, one where every piece felt like part of the same family. Seven cultural centers, a symposium and the office itself had each built up their own look over the years, and they were ready for all of it to work together.
Every piece, from the website to the pin, came out looking like part of the same family. See how that one went.
More of the work
Selected projects
Showing 24 of 24
Six decades of photographs, paced like a book
Six decades of a LIFE and Magnum photographer's work, in 14 collections paced like a book.
WebsitePrintEmail
A statewide case for maternal health, easily scannable
A statewide maternal health coalition, with the evidence base built to be checked and its benefits guide in two languages.
WebsiteLogo
Every elected prosecutor in the country, searchable by zip code
Every elected prosecutor in the country, searchable by zip code, and kept current by the research team from a spreadsheet.
Web app
Forty years of data work, told in about two minutes
Forty years of enterprise data work, told in about two minutes, across 325 pages.
WebsiteIllustration
A print magazine that reads just as well on a phone
Two issues a year for five years, designed for print and built for the web in the same pass, with an archive of 242 articles behind them.
PrintWebsite
A Bronco rental that sells the trip before the price
A Bronco rental in Los Cabos that sells the trip first, then shows every line of the price.
Website
Seven cultural centers and a symposium, behind one front door
Seven cultural centers, a fall symposium and an events calendar the office runs itself, at Colorado State University.
WebsiteWeb appLogoPrint
The booking happens here, not on Expedia
A seven-suite inn in Eureka Springs, built to win the direct booking back from the travel platforms it is listed on.
WebsiteSEOEmail
Fifty years of rigor, on a site that shows it
The technical arm of a UNC research center founded in 1968, and a site that puts the depth in front of a researcher before she has to ask for it.
WebsiteLogo
114 local governments, one way to make the case
A decision tool for the working groups recommending how 114 NC local governments spend eighteen years of opioid settlement money.
LogoWeb app
An advisory practice that can't show its clients
A strategic advisory practice that can't name its clients, so the site proves its taste instead.
WebsiteLogoPrint
Every project, paper and person, behind one filter
A WASH research institute at UNC: 41 people, 36 funded projects and twenty years of a conference, behind filters instead of lists.
Website
One map of the whole neighborhood, theirs to update
Fifty-five homesites in Pittsboro, with a lot map the sales office kept current themselves, one dropdown at a time.
WebsiteLogoPrint
Five tools that turn a simulation into a decision
Two cost calculators and five system maps, so a clinic can price a screening program before it commits to one.
Web appWebsiteLogo
380 products, found by the regulation you have to meet
A 380-product catalog a source-testing engineer can search by the EPA method they have been handed.
WebsiteSEO
A pledge forty-seven organizations could actually join
A global pledge on lead in drinking water, with two deadlines, four commitments and forty-seven organizations signed up to them.
Website
A 125-page document a rep drives like a tool
A 125-page sales guide for a Sydney HVAC company, built with 369 internal jumps so a rep can drive it at a kitchen table.
Print
One look, from the homepage to the coffee mug
The No. 1 public school of public health, with eight departments publishing at once and one look holding across every one of them.
WebsiteLogoPrintEmail
Browse by what it is, who made it, or what it is for
A jewelry store in Howell, Michigan, with 190 pieces a buyer can reach by category, by designer or by any of 141 tags.
Website
Sixty-eight questions that map a whole system
A fifteen-minute assessment that maps 68 parts of a child support system and gives a community back its own picture.
Web app
Research you cannot see, made concrete enough to buy
A B2B research firm selling something invisible: six services, a private equity practice, and the numbers it will stand behind.
Website
Fifty-three research tools, found in one search
Fifty-three cancer research tools, searchable as you type and kept current by the consortium itself.
Website
An eight-lesson program for life after cancer treatment
An eight-lesson program for breast cancer survivors, built for a clinical study at UNC Gillings.
Web app
From the archivesFifty-seven researchers, one page the public could use
North Carolina's public COVID-19 research dashboard: 57 contributors, 32 questions answered, and the state's numbers on the front page.
WebsiteSEOLogoAdrial is my go-to designer for anything my business needs … which is why I have used him for three different companies over the last 20+ years.
Craig WoodCEO, Definian
The system
Six disciplines with one plan behind all of them.
These six things can help get your work in front of the right people. This list used to take an agency, or four vendors and a procurement cycle each.
Now you can have just one contract and one plan behind all of it, with a real person who actually answers their email (that's me).
These six things are what most businesses end up needing at some point. This list used to take a studio: a strategist, a designer, a developer, a writer, and an account manager standing between you and everyone else.
Now you can have just one contract and one plan behind all of it, with a real person who actually answers their email (that's me).
Brand strategy & messaging
Who you are, what you're for, and what you say, all written into one framework that everything else is built from.
- Positioning
- Voice and personality
- Your story
- What you lead with
Website design & build
Custom, quick to load, built so your audience can find you. Yours to edit afterwards, without having to call me to change every little thing.
- Custom design
- Next.js build
- CMS you control
- Analytics wired in
Logo & branding
Your logo and the system that keeps it cohesive. You have access to every logo version, every brand color, for print and screen, so you can stay on brand over the years. Your files live in a portal you can send to anyone.
- Identity
- Brand guide
- Full asset library
- Logo portal
Print & collateral
Still the thing people carry home from a meeting. Rack cards, brochures, signage, tradeshow booths, packaging, all built off the same brand.
- Brochures
- Signage
- Tradeshow
- Packaging
Email & outreach
A newsletter that actually goes out, or a sequence that follows up on its own. The best audience you'll ever have is the people who asked to be on your email list.
- Newsletters
- Landing pages
- Sequences
- List health
SEO & AEO
Ranking on Google and getting quoted by ChatGPT are two different jobs now. Whomever you need to reach is asking AI before they open a search box.
- Keyword strategy
- Technical SEO
- Answer optimization
- Search Console
Take one, or take all six. Most people start with one piece and add the rest later, or never. Everything is scoped on its own. Mapping the whole system just means the piece you buy first still fits what comes next.
The dashboard optional
And you can see exactly what it's doing.
The dashboard is an optional feature that can aggregate all your disparate data into one place: Who's downloading your work, which tools are being used, which countries you're reaching, and whether AI cites you when somebody asks about your field. No need to scramble to gather data for your annual report; it's all right here.
The dashboard is an optional feature that can aggregate all your disparate data into one place: Where people came from, which pages turn into phone calls, what a lead costs you, and whether AI models have started quoting your business yet. No more hunting down scattered data for the board meeting; it's all right here.
Research impact
Downloads by month last 8 months
Where your work is being read
Most downloaded this year
Cited in AI answers your field
Marketing overview
Leads by week last 8 weeks
Where they came from
Pages that produce calls leads per page
AI answer visibility this month
Your dashboard (optional) would pull your site, your forms, your downloads and your search data into one place, so you don't have to keep track of five logins and a spreadsheet you maintain by hand.
The numbers here are invented, and the only thing this screen really does is tilt when you hover. Yours wouldn't be: it would pull your site, your forms, your leads and your search data into one place, instead of five logins and a spreadsheet you keep by hand.
NO AD AGENCY NEEDED
Human + AI, used with purpose.
AI gets a lot right. I have 23 years of experience, enough to know which parts it doesn’t.
Hi, I’m a human with 23 years in design and marketing, and AI is my rocket fuel. AI doesn’t build your website and brand assets. I do, with AI speeding up the parts that used to take weeks, so you launch sooner. That’s how one person can now cover what used to take a team, with more of my time left for the thinking and design that make the work uniquely yours.
Where AI speeds me up
Fast, tireless, sometimes wrong
- First drafts to react to, trained on your brand
- Research and summaries, triple-checked for made-up facts
- Dozens of directions to brainstorm from in discovery
- Turning meeting notes into a clean brief so nothing falls through the cracks
- Resizing, formatting and file prep for every size
- Routine code, with testing and review
What only I do
Taste, industry knowledge, judgment, empathy
- Original design that stays ahead of the trends (no AI slop)
- Your brand voice and the humanity in it
- Picking the strong ideas, cutting the weak ones, and building on the best
- Turning your goals into a plan that fits your brand
- Fact-checking anything that makes a claim
- Knowing your audience and what will land with them
You don’t need to learn any of these tools. Keeping up with them is my job, and you get the results. The tools will change again next year. Knowing which parts of your work to hand to a machine, and which parts are the reason somebody picks you, won’t.
The plan
First we get on the same page. Then you get an estimate. Then the work begins.
It starts with a free 25-minute call, then you can choose up to three phases depending on your needs, each scoped and priced before it starts. No retainer and no monthly minimum hanging over either of us.
It starts with a free 25-minute call, then you can choose up to three phases depending on your needs, each scoped and priced before it starts. No retainer and no monthly minimum hanging over either of us.
Messaging and strategy
- Get your brand strategy or messaging in a concise document
- Develop a plan for what gets built, and in what order
We decide what you say, who you're saying it to, and what actually needs building. If you already know all that, we skip this phase and start at Beautify. If you aren't yet clear on your messaging, then this is the place to start.
Fixed price. Usually the smallest invoice of the whole project.
We build it
- Start with wireframes for a site, moodboards for a brand
- Design, built from the direction you approved
- Launch your website live and learn how to use it
Website, brand, print, campaign, whatever the plan called for. Each piece quoted on its own, so you can take them in any order, at a pace that suits your budget.
Quoted per piece. Approved by you before anything starts.
Keep it moving
- Content, campaigns and print when you need them
- Analytics show you what works well and what needs improving
Reach out if you need my help with new content, a campaign, a conference push, a print run or a second round of research going out. Some clients call twice a year and some call most months. Both are fine by me.
Reach out if you need my help with a seasonal campaign, a product launch, a trade show booth, a print run. Some clients call twice a year and some call most months. Both are fine by me.
Hourly or per project. No commitment required.
I'm one person, and I'm usually booked a few weeks out. You'll get my realistic start date before you commit, and I'll hold to it.
One small monthly fee covers hosting & your custom CMS
Every website I build comes with the same thing: hosting, backups, security patching, CMS feature upgrades, and running your dashboard if you have one. One fee, all of it, for as long as you want me running it.
No monthly work minimum
If something I built stops working, I fix it free. However long it has been.
Grant-funded work. I quote against your budget lines and invoice per deliverable. I've been through enough university purchase orders and RFPs to know what the paperwork wants before it asks.
When it all lines up
Marketing you’re proud of.
You'll have one person to call who manages it all, instead of multiple vendors ... and your work finally reaches the people it was built for.
Let's get all of it looking and sounding like you.
Twenty-five minutes of a free one-on-one consultation. Tell me about your project, and I'll tell you what I'd build and roughly what it costs.
Twenty-five minutes of a free one-on-one consultation. Tell me what you sell and what isn't working, and I'll tell you what I'd do first and roughly what it costs. If I'm not the right fit, I'll say so and point you somewhere better.